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Rescooped by Kier Segui from Program planning, objectives, budgets, measuring success
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Milestone 1 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Brittany R Taylor, Jade Kallian, Shino Takano
Kier Segui's insight:

[Program Planning, Objectives, Budgets, Measuring Success - Week 5] This article promotes the importance of objectives in a brand and marketing communications planning process. The article states that most program plans are "doomed from the gate" which means they are already set up for failure even before they are executed. In saying this I believe this is true because most plans may look very good but most lack the relevance that they are needed for or are just simply unachievable. The article then states that the number 1 key to success are well-stated objectives. But what does a well-stated objective actually look like? They must be SMART as stated by the article. SMART stands for simple, measurable, achievable, realistic and have a time frame. 

 

Simple - The article suggests that an objective should only have one objective. Objectives should be tightly defined. The simpler an objective is, the easier it is to understand.

 

Measurable - How are you going to measure the objective? Is it a competitor comparison, a benchmark maybe. Put simply you need to have a way of measuring your objective. This will ensure whether or not your objective is actually working or even possible to achieve.

 

Achievable - Make sure your objective is achievable. There is no point in having a goal that you can't achieve. For example, you are a small company wanting to advertise your product to the entire world. This would be unachievable in your case because you will not have the budget or resources to accomplish this objective. In the long run it will be possible, depending on the success of your company, but for now it is not realistic.

 

Realistic - Your objective must be realistic. In this case the objective must be related to marketing communications. In the article the example given states that marketing communications cannot directly increase sales or sales margins but they can "help" in increasing sales or sales margins.

 

Time frame - What is the time frame you have appointed in order to achieve your objective. An objective with a time frame allows you to determine whether your getting closer to reaching your goal and if you are doing it efficiently.

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MARTIN LEE's comment, August 21, 2013 4:44 AM
Everyone knows that during planning, you set some clear goals for everyone to aim for. But does everyone know how to create effective goals to motivate their workers? The article refers to SMART goals, specific, measureable, achievable, realistic, and timely. If organisations follow this advice, it can steer them in the right direction. Measuring and evaluating those goals after a period of time will only increase the productiveness of setting clear objectives. The article refers to the use of KPI's. This is a great way of measuring success in the workplace and creates encouragement for the workers.
Calvin Romeo's comment, August 22, 2013 12:23 AM
I quite liked reading this article as it mentioned how to set objectives, measurements when it comes to program planning. Good and effective planning could be a key factor in having a successful event/program. Planning to a degree is a complex process as many steps need to be fulfilled to obtain the final result but if organizers take it one step at a time this process can be extremely beneficial. This article provides a few steps that will help organizers in putting together a successful even. These steps are simple, measurable, achievable, timeliness and realistic. The steps that I think are the most important and should be focused on the most is achievable & realistic, organizers need to set out targets that are achievable rather than having unrealistic ones otherwise the event will most likely be a failure from the start.
Scooped by Kier Segui
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Why Mergers Kill Customer Value - Forbes

Why Mergers Kill Customer Value - Forbes | Milestone 1 | Scoop.it
Why Mergers Kill Customer Value Forbes As part of the integration plan investing in understanding the experiences customers valued, expectations they have along their journey and actively involving customers to co-create a new, valued customer...
Kier Segui's insight:

[Understanding Inetgration - Week 3] This article puts forward the idea that company mergers kills customer value. In saying that it is actually true. When a company merges they merge because of the possibility of gaining more market share and increasing overall revenue as stated in the article. Company's however don't take into account the effects this will have on their customer base. It is said that the most valued asset in a transaction is the customer. This is correct because without the customer there would be no transaction taking place. Christine Crandell who wrote this article suggests that companies need to invest more money into gathering the views of their customers in the face of a merger. Most companies are said to have a cloak of secrecy until the deal signed which leaves no time for custmers to even begin planning their business with the new merged company. Crandell suggests that companies take a different approach when merging. She says that understanding the customer value and expectations along the merger journey would be beneficial. Even adopting a co-creation approach where a company and its customers create a new customer experience that is tailored to what the customer actually wants is a good start. I agree with what Crandell has suggested in this article because customers are definitely the most important piece in the transaction. If you look after your customers through a merger and keep that customer value alive then the new merged company will have the benefit of having a strong initial customer base in its new journey as a new company.

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MARTIN LEE's comment, August 21, 2013 4:38 AM
Yes, integration is absolutely crucial in the running of an organisation. There are many parts involved in the entire process, and having a seamless flowing effect can be beneficial to the final product. This article brings up some companies involved in large mergers, such as Dell, and Virgin Media. The author brings up a good point that customers are rarely the centrepiece of a transaction. Companies need to therefore look at their processes and construct clear aims and goals to help maximise the efficiency gained from their structures. If organisations are too worried about profit maximisation, they may forget about the customer which will hurt their brand image even more. Instead, companies should invest in their internal processes to ensure involvement, which spurs integration.
Calvin Romeo's comment, August 21, 2013 7:01 PM
I quite like this article as it mentions Integration of two big companies in not normally consumer focused and they sometimes forget to keep it mind that how the consumers perceive the takeover went, could affect them considering that business again in their decision making process. I don’t believe that in all cases when one company takes over another is always a negative as in some cases the stock prices skyrocket once a successful takeover/merge has been completed. On a personal note when ANZ officially took over National Bank I was not to found off the idea. The moment I had a poor customer service experience I started looking elsewhere for my personal banking as my motivation was low to stay with them and currently have no accounts with them at all.
Rescooped by Kier Segui from Consumer Engagement Marketing
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3 ways your B2B marketing should be about people | With Intent

3 ways your B2B marketing should be about people | With Intent | Milestone 1 | Scoop.it

Via With Intent
Kier Segui's insight:

[Consumer Engagement - Week 1] This article basically sums up the idea that B2B marketing is not about the businesses involved but rather the poeple involved within the business. It is stated in the article that "Companies don’t make decisions – the people within companies do. This means that for a B2B marketing system to be effctive it must target the decision-maker within the company. By engaging this decision-making person, a B2B marketer can effectively market their product.

 

The article also puts forward 3 main ideas to help make a B2B marketing system more effective. 

 

- Provide Personal Value: The article states that the brand and messaging of the product or service being offered must align with the specific audience and business being targeted. The more specific the marketing system is to the target audience the more effective it will be at engaging them. This means providing personal value that the target audience can relate to.

 

- Identify gatekeepers and influencers: The article states for a strong marketing B2B initiative, identifying people who will help you sell is crucial. This means segmenting and identifying who will help your business rather than just who will benefit from your product. I agree with this statement because having people in your system that will help promote your product and sell it wil be beneficial to both them and yourself. Using influential people or companies increases the reach and awareness of your product. 

 

- Engage the person within the business: This may well be the most important of the 3 ideas mentioned in the article. Engaging the decision-maker within the company is crucial as they will ultimately be controlling the success of your product. If the decision-maker is happy with your product then it will succeed, if not then it will fail and your system will have failed. All in all providing a postive experience for the user will increase the success of B2B marketing. 

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Shino Takano's comment, August 18, 2013 10:52 PM
This is a great article to read. Segmentation is an important part of marketing, as if you fail in segmenting the right target market, you are likely to fail in the business.
Also brands are able to take an advantage if they engage with consumers well. Consumers like to interact with brands and share their comment, also by building a strong relationship between consumers and satisfy their needs, they will be loyal to the brand. I strongly agree with this article and Ksenia's insight.
MARTIN LEE's comment, August 21, 2013 4:29 AM
This is article is effective in communicating the idea that engaging the customer is the most important part about marketing. Creating value around the consumer instead of just creating a product is the basis of consumer engagement. The article also brings up an important point about targeting the correct market, and goes into detail about marketing to the correct audience. Also, some great tips about making sure the brand is aligned with the messages that it communicates.
samuel slaughter's comment, August 21, 2013 10:11 PM
i can relate to the idea that the increased use of online media has led to a loss of perspective as only 10% of communication, is made up of the words themselves. If advertisers fail to properly communicate a brands values and ideas it will lead to a lack of understanding and in turn the failure of a brand as it failed to connect with its target market
Rescooped by Kier Segui from Communicating with Consumers: the importance of emotional responses
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Emotional Marketing: What Makes Buyers Buy - Business 2 Community

Emotional Marketing: What Makes Buyers Buy - Business 2 Community | Milestone 1 | Scoop.it

Via Brittany R Taylor
Kier Segui's insight:

[Communicating with Consumers: The Importance of Emotional Responses - Week 4] Marketing is presenting a product or service to a consumer. How you market that product or service will influence how your consumers react to it. This article outlines the importance of targeting emotions, in other words emotional marketing. The article presents two scenarios of an advertisement for a new washing machine. The first is just the basic description of the product outlining its key features. The second is a scene of a woman who uses the washing machine to wash and dry her sweater which she later uses to go out on a date with her "Mr Right". It promotes the sense of romance, luxury and comfort. The article then makes statements about how humans are naturally "wired for emotional response" and the value of "marketing emotions". Basically by targeting the emotions of a consumer you can easily generate loyalty with that consumer as they will feel a sense of attatchment. Whether they felt excited or sad about the product, the emotions they feel will enable the consumer to remember that product. 

 

The last part of the article presents possible emotional marketing strategies. Using words to create stories tailored to the person you are marketing too enables a stronger response. Simple stories are better than complicated ones because it reduces the possibility of the consumer being confused. Imagery and visuals especially are the most effective in marketing emotions as the article states, "we are sensory driven" therefore respond when our emotions are targeted through our senses.

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MARTIN LEE's comment, August 21, 2013 4:49 AM
Emotional responses are a large part of marketing. Being able to draw emotional responses to trigger past experiences or current feelings is something many organisations invest heavily into. It can be triggered via many different mediums, including graphic, verbal, musical, or animation channels. The article outlines important techniques such as using words to create image-rich stories, visuals, and photos. The article makes a good point when referring to research that suggests our brains are not designed to listen to reason, and that our emotions are the driver when it comes to our purchase decisions.
Onnie Wongchanon's curator insight, August 22, 2013 11:53 PM

This article discusses the reasoning behind why consumers buy products or services. The key factor explained in the article is that emotions play a large role on deciding whether the customer wants to make a purchase or not at that state of time. Emotionally responding to marketing materials is one of the key signs that can assess whether to make a purchase or not.

Thapthim (Thim) Phithak's curator insight, August 23, 2013 12:49 AM

This article discusses the importances reasoning behind what makes consumers buy products or services. the article shows that the emotional does play in a large role in purchasing power, Research has proven that we are not designed to listen to reason. Our emotions are the driver when it comes to our purchase decisions. 



Rescooped by Kier Segui from IMC Brands and Brand Management: The Importance of Brands
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Why A Brand Matters - Forbes

Why A Brand Matters - Forbes | Milestone 1 | Scoop.it
In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands and you immediately know what they promise: McDonald’s, Coca Cola, Budweiser, Ford, Apple, MetLife.

Via Erica George, Ilona Hussain
Kier Segui's insight:

[Brands and Brand Management: The Importance of Branding - Week 2] This article looks at the importance of brands from 2 perspectives. First is the general idea of a promise. A brand has unwritten promises that it must provide. By unwritten it means that they are not physically written promises but promises that a consumer is to expect when purchasing a product from the brand; whether it be the quality, the style, the service etc. This is more associated with the bigger name brands such as Ford, McDonalds, Coca Cola, Apple, etc as mentioned in the article. When a consumer buys a Ford car they are instantly expecting a big power, high quality built car which is synonomous with the brand. Its the sort of promise that comes with the brand without even having to research the product. 

 

The second perspective is the visual aspects of the brand such as the colour, design, font, logo, personality, words, etc. This is the first and easiest way of identifying a brand. A brand logo that is easy to identify is easy to remember. An effective brand should allow consumers to associate the brand logo to the brand. There is no point in having a brand logo that is not related to the brand itself. Consumers will not be able to recognise your brand with a poorly designed logo.

 

The article also puts forward a very interesting idea of brands that are just starting out. It states that when "develop your brand, the last thing you want to do is follow the beaten path. You want to head down your own road. Your brand has to plant itself in the hearts and minds (especially hearts) of prospects and customers". I fully agree with this statement and it doesn't just apply to new brands but to the current and big brands as well. To set yourself apart from the competition a brand must target the hearts of its consumers; produce that emotional connection and give that personal value that only they can provide. Targeting the hearts of the consumer makes the brand more memorable as the consumer will associate the brand to the feelings they had when first being introduced to the brand.

 

 

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Calvin Romeo's comment, August 21, 2013 12:18 AM
Branding is one of the foundations during the building process towards achieving a successful business/product. It provides consumers with something intangible to associate with a particular company in terms of core values or even the sense of a personality for that person. This article is quite good as it stresses the importance off having a strong well recognizable brand and there is no quick easy method in creating a strong brand. This article mentions that it cost millions and could take years to create/produce a strong brand and in doing so having a good ‘Brand’ could be a major asset for a business.
MARTIN LEE's comment, August 21, 2013 4:34 AM
This article helped me to gain insight on how big brands have become common household brands. This can be linked to the strength of their brand identity in the marketplace. A brand is a perception that is resulted from experiences with, and information about a company or product. The article states that many big brands invest heavily to increase brand exposure. However, the article concludes by saying that sometimes, it's the small things that help to build brand identity. The article uses an example of a coin counter at TD Bank. This can be seen locally, with some ASB branches using coin counting machines to target younger savers, then hold on to them through their lifetime.
Samantha Brown's curator insight, August 11, 2014 8:45 PM

I thought this article was great as it described branding as not only the use of symbols, logo, word, fonts etc. It also talks about the memorability of a brand and examples of personnel touches that companies can incorporate to make them individual and special to people. A little extra effort shows that you care.